JWB Loves This Campaign #100SareePact

Tow Bengaluru-based friends, Anju Maudgal Kadam and Ally Matthan, started the campaign 100sareepact where they decided to wear their saris a 100 times before the end of year 2015. Wow!

They say: “Like most Indian, urban women, we too had collected saris over the years and they were lying unworn, unseen in cupboards and lofts because we had moved to more ‘convenient’ dressing for our office-going, home-running, avatars. This year both of us were speaking about wearing saris more often and bringing back more elegant dressing in our wardrobes. That’s when we decided to show our saris some love.”

And not only this, they even invite you to be a part of it by sharing the photos of you wearing a sari on Facebook and Twitter with the hashtag #100SareePact.

Anju says: “We invited women to use the sari as a medium to tell us a story. It could be the sari you are wearing, about its weave, its design, the tale behind its purchase, the special occasion it was worn on…there are so many. The basic idea was to revive elegant dressing.”

And why do you think Saree is such an important phenomena in our culture? Anju explains – “For many of us, saris and moms go together. We remember our mothers, the special saris she used to favour, her usual attire, the aroma of her saris, the feel of the texture… Saris evoke memories, some odd, some comic, some sad but all memorable. That’s why we invited women to use the sari as a medium to tell us a story.”